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Chowdhury, Ehsanul, Associate ProfessorORCID iD iconorcid.org/0000-0001-5257-7459
Alternative names
Publications (10 of 37) Show all publications
Chowdhury, E., Fjellström, D., Ferreira de Souza, L. L. & Cunha de Mascena, K. M. (2025). Transformative marketing strategies of Swedish MNCs ensuring social sustainabilty in Brazil. In: : . Paper presented at CIMaR 32nd Annual Conference.
Open this publication in new window or tab >>Transformative marketing strategies of Swedish MNCs ensuring social sustainabilty in Brazil
2025 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

This study aims to explore how the vision of social sustainability is maintained by a MNC in a context outside their home country specially in an emerging market through transformative marketing strategies. To address the aim of the study the researchers will be following a qualitative approach. The international research group of this research study consists of two researchers from Sweden and two researchers from Brazil. It is assumed that a qualitative lens enable the researchers to obtain detailed insights, perceptions, and experiences of the respondents related to actions taken by Swedish MNCs as part of their transformative international marketing strategies in Brazil to reduce inequalities (UN SDG goal 10) in Brazil. Primary data is collected in Brazil through semi structured interviews as part of this exploratory research. Thematic analysis will be conducted on the collected data. Based on the initial understanding, it can be mentioned that the completed study will provide knowledge of transformative marketing strategies that are planned an implemented by Swedish MNCs to reduce inequalities (SDG 10) in an emerging market like Brazil and specify the challenges they the MNCs face to implement their transformative marketing strategies. This study will also shed light on how the transformative marketing strategies of Swedish MNCs indirectly influences United Nations SDGs 1: no poverty; 5: gender equality and 8: decent work and economic growth in Brazil.  

Keywords
tranformative marketing, social sustainability, emerging market
National Category
Business Administration
Research subject
no Strategic Research Area (SFO)
Identifiers
urn:nbn:se:hig:diva-47091 (URN)
Conference
CIMaR 32nd Annual Conference
Available from: 2025-06-09 Created: 2025-06-09 Last updated: 2025-06-13Bibliographically approved
Chowdhury, E., Fjellström, D., Mancuso, G. & Addo, R. A. (2024). Building Sports Brand and Fan Relationships Through Social Media During Covid-19 Pandemic and Post Pandemic Era. International Journal of Marketing Studies, 16(2), 39-52
Open this publication in new window or tab >>Building Sports Brand and Fan Relationships Through Social Media During Covid-19 Pandemic and Post Pandemic Era
2024 (English)In: International Journal of Marketing Studies, ISSN 1918-719X, E-ISSN 1918-7203, ISSN 1918-719X, Vol. 16, no 2, p. 39-52Article in journal (Refereed) Published
Abstract [en]

This study aims to investigate the measures taken by professional hockey clubs in Sweden for building brand and relationship with fans through social media (SM) during the global pandemic Covid-19. The study followed an inductive approach and qualitative method. Data were collected from officials and fans of three well-known Swedish Hockey league (SHL) teams through semi-structured interviews. A content analysis was undertaken to analyze the collected responses from the club officials and fans. The findings provide insight on the actions taken by the clubs to build their brand and fan relationships through SM. The study provides a framework signifying the important factors that sports organizations need to focus on while building their brand and fan relationships during a global pandemic and in the post pandemic era.

Place, publisher, year, edition, pages
Canada: Canadian Centre of Science & Education, 2024
Keywords
brand loyalty, fans relationship, social media, hockey clubs interaction, engagement
National Category
Business Administration
Research subject
no Strategic Research Area (SFO)
Identifiers
urn:nbn:se:hig:diva-45917 (URN)10.5539/ijms.v16n2p39 (DOI)
Available from: 2024-11-05 Created: 2024-11-05 Last updated: 2024-11-05Bibliographically approved
Chowdhury, E., Fjellström, D., Junior, J. d. & de Souza, L. L. (2024). Exploring consumer preferences towards electric vehicles in emerging markets. In: : . Paper presented at International Conference on Green Growth and Circular Economy (ICGGCE-24), Istanbul, Turkey.
Open this publication in new window or tab >>Exploring consumer preferences towards electric vehicles in emerging markets
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The aim of the study was to identify the criteria consumers consider when purchasing electric vehicles (EVs). The study was conducted in Brazil using the Free Word Association Technique (FWAT) that investigated the criteria consumers consider while purchasing EVs. 

Keywords
emerging market, electrical vehicles, criteria, zero emission
National Category
Business Administration
Identifiers
urn:nbn:se:hig:diva-46118 (URN)
Conference
International Conference on Green Growth and Circular Economy (ICGGCE-24), Istanbul, Turkey
Available from: 2024-12-04 Created: 2024-12-04 Last updated: 2024-12-06Bibliographically approved
Fjellström, D., Junior, J. d., Chowdhury, E. & de Souza, L. L. (2024). Scenario simulation to identify decisive factors for purchasing electric vehicles in emerging markets. In: : . Paper presented at International Conference on Green Growth and Circular Economy (ICGGCE-24) Istanbul, Turkey.
Open this publication in new window or tab >>Scenario simulation to identify decisive factors for purchasing electric vehicles in emerging markets
2024 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The purpose of the study was to Identify decisive attributes that influence electric vehicles (EVs) purchase in emerging markets.  The study was conducted in Brazil using the Free Word Association Technique (FWAT). 

Keywords
Brazil, electrical vehicles, attributes, consumer
National Category
Business Administration
Identifiers
urn:nbn:se:hig:diva-46119 (URN)
Conference
International Conference on Green Growth and Circular Economy (ICGGCE-24) Istanbul, Turkey
Available from: 2024-12-04 Created: 2024-12-04 Last updated: 2024-12-06Bibliographically approved
Chowdhury, E., Hoq, M. & Syeed, K. (2024). Study on international marketing strategies in emerging market for a MNC offering mobile financial services. In: : . Paper presented at CIMaR 2024- 31st Annual Conference & Professional Development Workshop, Gävle, Sweden, 10 June 2024.
Open this publication in new window or tab >>Study on international marketing strategies in emerging market for a MNC offering mobile financial services
2024 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

The aim of this study is to explore the segmentation strategies of a multinational corporation (MNC) offering mobile financial services (MFS) in emerging market. To address the aim of the study the researchers followed a qualitative approach. Semi structured interviews were conducted with respondents working in key positions of the marketing department of a MNC offering MFS in Bangladesh. The study provided in-depth understanding and knowledge of the segmentation strategy followed by MNC offering MFC to become successful in Bangladesh. 

Keywords
Multinational organization, emerging market, mobile financial service
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-45255 (URN)
Conference
CIMaR 2024- 31st Annual Conference & Professional Development Workshop, Gävle, Sweden, 10 June 2024
Available from: 2024-07-19 Created: 2024-07-19 Last updated: 2024-07-29Bibliographically approved
Rydback, M. & Chowdhury, E. (2024). Sustainable global branding for Born-Global Start-ups: A study on Swedish Born-Global Start-ups. In: : . Paper presented at CIMaR 31st Annual Conference, 12-13 juni, Högskolan i Gävle.
Open this publication in new window or tab >>Sustainable global branding for Born-Global Start-ups: A study on Swedish Born-Global Start-ups
2024 (English)Conference paper, Oral presentation only (Refereed)
Abstract [en]

This study aims to explore the sustainable global brand development process of Born-Global startups. This study follows a qualitative method which includes semi-structured interviews and thematic analysis. Data is collected from ten Born-Global startups in Sweden. This study contribute both toward a deeper theoretical understanding of the issues that influences sustainable global branding for Born-Global startups as well as work as a practical guide for entrepreneurs and managers to prioritize the factors that influences the sustainable global branding process for Born-Global start-ups. 

Keywords
Born-global, startups, sustainable branding; perception; process
National Category
Business Administration
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-45816 (URN)
Conference
CIMaR 31st Annual Conference, 12-13 juni, Högskolan i Gävle
Available from: 2024-10-10 Created: 2024-10-10 Last updated: 2024-10-11Bibliographically approved
Macassa, G., Chowdhury, E., Barrena-Martinez, J. & Soares, J. (2024). What Do We Know about Age Management Practices in Public and Private Institutions in Scandinavia?—A Public Health Perspective. Societies, 14(6), Article ID 85.
Open this publication in new window or tab >>What Do We Know about Age Management Practices in Public and Private Institutions in Scandinavia?—A Public Health Perspective
2024 (English)In: Societies, E-ISSN 2075-4698, E-ISSN 2075-4698, Vol. 14, no 6, article id 85Article in journal (Refereed) Published
Abstract [en]

In view of global population ageing and of policies that support longer working lives, especially in developed countries, it is important to achieve diversity in organisations through age management. Age management is the “management of human resources, [often] with an explicit focus on the requirements of an ageing workforce.” Through age management practices, organisations will be better able to change their human resource management policies and practices towards accommodating their ageing workforce. Little is known about age management practices in Scandinavian organisations, considering the region’s high prevalence of workers beyond the age of 50 across both private and public organisations. There are indications that Scandinavian business organisations are already practicing age management for all ages, including older workers. Their age management practices include the dimensions of job recruitment, training, lifelong learning, development, and promotion. However, there is a dearth of knowledge on how the health and well-being of workers is ensured in the context of age management practices in these organisations. Given the current and future importance of age management for all organisations globally, public health and other health science professionals need to collaborate with other disciplines, such as management and sustainability science, to better understand how they can contribute to an aged and healthier workforce as well as workplace health promotion. This paper aims to contribute to the discussion concerning age management in public and private institutions in Scandinavia through the public health lens.

Place, publisher, year, edition, pages
MDPI, 2024
Keywords
age management; human resources management; Scandinavia; public health; workplace health promotion
National Category
Sociology Public Health, Global Health and Social Medicine
Identifiers
urn:nbn:se:hig:diva-44675 (URN)10.3390/soc14060085 (DOI)001257419700001 ()2-s2.0-85197234031 (Scopus ID)
Available from: 2024-06-15 Created: 2024-06-15 Last updated: 2025-02-20Bibliographically approved
Chowdhury, E., Fjellström, D., Mancuso, G. & Addo, R. (2023). Building Sports Brands and Fan Relationships During a Global Pandemic. In: : . Paper presented at ICAEM 2023: 17. International Conference on Advertising Effectiveness and Marketing, December 25-26, 2023, Dubai, United Arab Emirates.
Open this publication in new window or tab >>Building Sports Brands and Fan Relationships During a Global Pandemic
2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

This study aims to investigate the measures taken by hockey clubs, using SM, to build their brand and fan relationship during the COVID-19 pandemic in Sweden. To this end, the study looks at a variety of activities and commitments connected with SM, as well as taking into consideration the perspectives of both the hockey clubs and their fans.

Keywords
fans relationship, brand loyalty, interaction, engagement, social media
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-43292 (URN)
Conference
ICAEM 2023: 17. International Conference on Advertising Effectiveness and Marketing, December 25-26, 2023, Dubai, United Arab Emirates
Available from: 2023-11-17 Created: 2023-11-17 Last updated: 2023-11-21Bibliographically approved
Fjellström, D., Chowdhury, E., Ahmed, S. & Batkhuu, B. (2023). Implications for multinational enterprises from emerging market subsidiaries reverse knowledge transfer. Central European Management Journal, 31(3), 326-343
Open this publication in new window or tab >>Implications for multinational enterprises from emerging market subsidiaries reverse knowledge transfer
2023 (English)In: Central European Management Journal, ISSN 2658-0845, Vol. 31, no 3, p. 326-343Article in journal (Refereed) Published
Abstract [en]

Purpose: The study aims to understand the role of drivers, underlying challenges and, consequently, the implications of the reverse knowledge transfer (RKT) process for multinational enterprises (MNEs).

Method: A dyadic qualitative research design was used with a cross-country design covering perspectives from both the parent companies (PCs) and subsidiaries from the United States, Denmark, Pakistan, India, and Bangladesh. In-depth interviews were conducted with managers in multiple sectors such as information technology, telecommunications, project management, and engineering.

Findings: The study reveals the constraints and drivers of the RKT process, and furthermore elaborates on the implications for MNEs. RKT can lead to the development of new processes, subsidiary independence, and intra-organizational knowledge transfer. Besides, it can entail challenges such as position insecurity for subsidiaries and a blurring of the MNE market vision. The findings demonstrate several implications for the MNEs. 

Implications: The study highlights the direct implications of RKT for the multinational enterprises. The findings serve as a practical guide for global managers seeking to improve their competitive edge.

Originality: The study presents a framework of the RKT process from emerging market (EM) subsidiaries to PCs, that demonstrates the role of drivers, underlying challenges, and implications of the RKT process for the MNEs.

Paper type: Research paper

Place, publisher, year, edition, pages
Emerald, 2023
Keywords
Multinational Enterprises, Drivers, Constraints, Opportunities, Challenges.
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-41768 (URN)10.1108/CEMJ-08-2022-0097 (DOI)001105298200002 ()2-s2.0-85168086909 (Scopus ID)
Available from: 2023-05-15 Created: 2023-05-15 Last updated: 2024-11-20Bibliographically approved
Fjellström, D., Chowdhury, E., Ahmed, S. & Islam, M. T. (2023). Influence of supply chain factors on reshoring decisions – A structured literature review. In: : . Paper presented at 41st IBIMA Business Conference, 26-27 June 2023, Granada, Spain.
Open this publication in new window or tab >>Influence of supply chain factors on reshoring decisions – A structured literature review
2023 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

Aim: The purpose of this study is to explore how supply chain factors that influence decisions on reshoring have been discussed in previous research. 

Methodology: A structured literature review is used to analyze 139 peer-reviewed articles containing reliable and effective arguments and discussion related to the aim of the study, retrieved from the online research databases of EBSCOhost, Science Direct, Emerald Insight and Springer. 

Findings: The study identifies four supply chain factors that influence reshoring decisions, namely: supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity. 

Implications of the study: This study provides a novel starting point from which future researchers can initiate empirical studies to evaluate the influence of the identified supply chain factors on reshoring decisions. The findings can, in addition, help practitioners and managers to develop knowledge of the influence of supply chain factors when making reshoring decisions. 

Originality – This structured review extends our knowledge on the link between supply chain factors and reshoring, by drawing attention to how the factors of supply chain resources, supply chain reconfiguration, the customer-supplier relationship, and supply chain proximity influence reshoring decisions.

Keywords
Resources, configuration, relationship, proximity, challenges, networks
National Category
Economics and Business
Research subject
Intelligent Industry
Identifiers
urn:nbn:se:hig:diva-42732 (URN)
Conference
41st IBIMA Business Conference, 26-27 June 2023, Granada, Spain
Available from: 2023-07-10 Created: 2023-07-10 Last updated: 2023-07-12Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0001-5257-7459

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